Tag Archives: Coca Cola

Links worth a click #17

Some informed viewing for you this week.

First up, Coca Cola’s approach to social media in video form. Sure it’s big budget, but there are smart lessons in here. Love how they’ve used the word liquid which is a creative way of linking their strategy to their products. How could you do something similar?

Second, a video showing how Google search continues to evolve to the personal needs of the user.

Finally, the latest user data from Linkedin (for January 2012) shows how the platform continues to add users around the world. Some interesting intelligence for presentations.

 

Brand strategy: Mass market, the niche and Coke

Teachers, speakers, gurus and consultants drill into the minds of business owners the importance of targeting, segmentation and positioning. There is an abundance of advice available on why and how you shouldn’t try and target a broad group.

But playing devil’s advocate, isn’t it sometimes better, even more appropriate to cast the net wide? It works for Apple (especially at launch), Argos (the high street retailer with a  catalogue in 70% of UK homes) and of course Coca Cola.

 

Especially when you consider Andy Warhol’s famous quote:

   “A Coke is a Coke and no amount of money can get you a better Coke than               the one the bum on the corner is drinking. All the Cokes are the same. Liz                 Taylor knows it, the President knows it and the bum knows it.”

Coke distributes 1.7 bn drinks a day and as a business is more interested in converting the 585m Facebook accounts that DONT currently subscribe to their page rather than the 25m that do.

Most companies claim to serve the customer. But don’t be fooled. These companies are in it for themselves. Coke’s global business strategy is to ensure that anyone, anywhere, can get their hands on a Coke if they want one.

Which begs the question are you concentrating on making a fantastic product and service that is delivered exactly the same to whoever buys it, or are you killing yourself trying to bespoke to niche customers over and over? Might just be worth thinking about.

Share

How storytelling can enhance your brand

With a greater focus on content and context driving long term engagement with brands, I found this Slideshare by StoryBeats to be timely and relevant to the debate.

What I particularly like about it is the way they have drawn creative inspiration from a range of sources – in this example films and games – but have also fused some interesting b2c case studies into the presentation too.

Indeed, using strong characters, plots and scenarios to help create a point of connection with your customers – some common ground – is a powerful first step in developing a relationship.

I think using stories and values to position companies and their brands have never been in sharper focus. Companies that continue to differentiate themselves in this way will stand out from the pack.

Be interested to see what you think.